서울시내 전기자동차 공유 시스템(Electric Car Sharing System)의 브랜드 구축과 전략(논문제출용)

소개

가까운 미래에 주요 운송수단이 될 전기차와 공유경제의 융합을 기반으로하여 서울에서 전기자동차를 공유하는 일렉트릭카쉐어링의 브랜드를 구축하고 마케팅전략을 구상한 내용이다.
이 발표자료는 홍익대 IDAS 석사논문 제출용으로서 자세한 해석을 포함해있으며 같은 내용의 논문발표용이 따로 있다.
국제대학원 논문발표용이기때문에 전문 영어로 작성되어있으니 참고바랍니다.

목차

1. Introduction
1.1. Purpose
1.2. Research Scope

2. Current Issues in Seoul
2.1. Traffic Congestion in Seoul
2.2. Air Pollution by Car in Seoul
2.3. Financial Waste of Owned Car
2.4. EV’s Development

3. Research of Car Sharing
3.1. Definition of Car Sharing
3.2. How to Operate
3.3. Case Study

4. Related Issues in Seoul Traffic
4.1. Technical issues
4.2. Electric Charging System
4.3. Governmental support
4.4. Sharing manner

5. Project Electric Car Sharing System
5.1. Brand Identity
5.2. Brand Vision
5.3. Brand Essence
5.4. Brand Slogan
5.5. Main Components
5.6. System Component
5.7. Service Map
5.8. Target
5.9. Suitable Sharing Zones

6. Systematic Strategy
6.1. Public Promotion
6.2. Simplify Usage
6.3. Collaboration with Café
6.4. Feedback Community & Incentive Policy

7. Conclusion

본문내용

Everyday many people use their personal vehicle to go to their destination in Seoul. And about a half of the number of Seoul’s households has their personal car in their each family. As they live in a fast life and economy especially in Seoul, load’s traffic system gets worse because of their personal cars. I wanted to look closely about those issues which occur in a personal car and to solve them with very reasonable plans in this thesis. Mainly those issues are below.
The first is the air pollution that comes out of the emission. Because it is almost inevitable to use fuel-powered engine the air pollution such as CO2 cannot be prevented but just let it flow in the air. Secondly the personal car causes a heavy congestion. Because a driver normally accompanies no more than one person in his or her personal car and likes to a prefer personal car rather than other transportations there is no doubt that heavy traffic should occur in Seoul’s load.

참고자료

· http://www.oecd-ilibrary.org/environment/co2-emissions-from-fuel-combustion_2075826x-table1
· http://www.frost.com/prod/servlet/market-insight-top.pag?Src=RSS&docid=190795176
· http://socar.kr/guide/why.html
· http://en.wikipedia.org/wiki/Car_sharing
· http://en.wikipedia.org/wiki/Zipcar
· http://kosis.kr/gen_etl/start.jsp?orgId=116&tblId=DT_MLTM_1242&conn_path=I2&path=교통·정보통신 - 교통 - 자동차등록현황보고 - 자동차등록대수현황_시도별
· http://blog.naver.com/smartkepco?Redirect=Log&logNo=50139636091
· http://www.pikeresearch.com/2010/01
· http://biz.chosun.com/site/data/html_dir/2012/04/25/2012042501662.html
· Jang, Wonjae, Park, Junsuk, Kim, Dongjun. “A Study on Introducing Car-sharing Schemes”. The Korea Transport Institute. (April 2008), pp.1-231
· Cheong, Sung Moon. “A Study on the Generated Carbon Dioxide Amount Estimation from Road Transportation Part in Seoul”. University of Seoul. (Feb 2010), pp.1-59
· David Zhao. Carsharing: A Sustainable and Innovative Personal Transport Solution with Great Potential and Huge Opportunities: Frost & Sullivan Automotive Practice, 28 Jan 2010
· 《전기차 공동이용 모델 개발 및 시범 운영》. KEPCO, March 2012.
· 《카쉐어링의 사업요소와 비전 및 전략》. 한국 카 쉐어링 협동조합 설립 준비회, March 2012.
· 《2011년 전기자동차 및 충전인프라구축사업, 보조금 업무처리지침》. The Ministry of Environment, April 2011.
· The questions are made by Kim, Jin Woo.
· The survey is outsourced to Embrain.com from 2012. 05. 10~15.
· Survey participant condition: Seoul citizen, driver’s license holder, age of 20~69